Inside TikTok’s NewFront: Trends, Tools, and What’s Next for Brands

Our team was front and center at TikTok’s 2025 NewFront presentation, getting a first look at the platform’s latest innovations for advertisers. From AI-powered tools to fresh e-commerce opportunities, TikTok is doubling down on its role as a driver of culture and conversion.

TikTok’s NewFront 2025 showcased its ambition to solidify itself not just as a social platform, but as the cultural engine of the internet — driving discovery, participation, and purchase. For brands, TikTok is evolving from a “nice-to-have” to an essential media partner, offering advanced solutions across brand safety, media innovation, and cultural relevance, and commerce.

Key Themes and Announcements

1. TikTok as a Daily Culture Engine
   TikTok emphasized its unique role in shaping everyday culture — from viral trends to major global moments like the Met Gala, F1, and the Super Bowl. It’s not just a platform to watch; it’s where people participate, create, shop, and share in real time.

2. Innovation in Search
   TikTok announced it is redefining social search, marking one of the biggest product expansions since its launch. This is a major opportunity for brands to tap into intent-based discovery in a social environment.
   1. 25% of users already start their purchase journey on TikTok; 38% feel more confident buying after engaging with creator reviews.
   2. TikTok will introduce sponsored search solutions later this year, allowing brands to:
      1. Hand-pick the content, interactive features, and storytelling tied to key search keywords.
      2. Launch immersive, curated experiences that surface when users search specific topics.
   3. Early testing shows higher engagement, stronger recall, and longer time spent with brands compared to organic discovery alone.

This positions TikTok as more than an entertainment platform — it’s evolving into an intent and commerce-driven ecosystem.

3. Brand Safety and Trust Investments
   With $2B invested in trust and safety, TikTok highlighted:
   1. Industry-leading moderation tech — removing 80% of harmful content before it’s seen.
   2. Third-party oversight through Oracle and independent audits.
   3. New advertiser tools like brand suitability controls and profile feed exclusions further reinforce brand-safe environments.

4. Pulse Media Suite and Moments Strategy
   TikTok expanded its Pulse offering with more customization and premium partnerships:
   1. Pulse Core: Guaranteed adjacency to top user-generated content by category, holiday, or custom-built lineup. On average, Pulse Core campaigns are 100x more likely to appear next to trending topics.
   2. Custom Lineups (AI-powered): Bespoke content packages built for brands.
   3. Max Pulse: Access to the top 4% of all TikTok content for maximum reach.
   4. Category and Seasonal Lineups: Pre-built packages aligned to themes like sports, beauty, or events like Mother’s Day.
   5. Pulse Premiere: Exclusive placement alongside official content from premium publishers, now expanded to include Formula 1, Red Bull Media, and Warner Bros Discovery.

These innovations help brands not just show up, but own the conversation alongside the most culturally impactful content.

5. Expanded Sponsorship Solutions
   TikTok introduced on- and off-platform Sponsorship Solutions to help brands activate before, during, and after major moments:
   1. Content Sponsorship Packages around major cultural milestones:
      1. Live Nation’s The Submix (live music behind-the-scenes content).
      2. TikTok Beauty Month: Game Face (women in sports + beauty crossovers).
      3. Las Vegas Grand Prix (immersive, creator-led race day activations).

These packages blend on-platform content, Out of Phone (off-platform) activations, and real-life events to drive deep audience engagement.

6. Proven Incremental Reach and Impact
   TikTok presented strong resutls:
   1. 45% of audiences reached via Pulse had never seen the brand on TV.
   2. Pulse campaigns delivered 2–3x greater adjacency to trending topics vs. non-Pulse campaigns.
   3. Case studies (e.g., NerdWallet around the Super Bowl) showed 62% of ad exposure happened only on TikTok, driving meaningful lift.

Why This Matters

• TikTok isn’t just entertainment — it’s where culture is created and monetized. Brands that join early can shape the conversation and drive real outcomes.
• TikTok’s enhancements to search create early opportunities to tap into intent and commerce moments.
• TikTok’s investment in trust and brand safety reduces barriers for premium advertisers.
• Pulse and sponsorship solutions offer a ‘prime-time effect’ for mobile-first audiences. This is essential for brands aiming to complement TV spend or reach younger, digitally native consumers.

Recommended Next Steps for Brands

• Start planning always-on TikTok strategies tied to cultural moments — not just campaign flights.
• Explore Pulse Core and Custom Lineups to lock in adjacency to trending topics.
• Prepare teams for the rollout of new TikTok Search solutions and test early.
• Reevaluate brand safety guidelines to take full advantage of TikTok’s suitability tools.

For brands and retailers, TikTok’s NewFront made one thing clear: short-form video continues to shape consumer discovery and drive action. Now’s the time to lean into creative, community-driven storytelling and explore emerging tools that can turn engagement into measurable results.